Whether you’ lso are operating a small boutique inn or even a large chain of hotels, electronic marketing can often fall to the back again burner as you deal with the instant concerns of running a hospitality company. You’ re helping guests sign in, troubleshooting the many issues that all-too-often occur, or training new employees to make sure your operation is running easily and your guests are staying content. Unfortunately, you can’ t ignore your digital marketing strategy for lengthy; sooner or later the hotel down the street will begin dominating the booking scene, as well as your pool of guests will begin to decrease.
That’ s where Vizergy Digital Marketing comes in. Located in sunlit Jacksonville, Florida, Vizergy has been assisting hospitality clientele grow their companies for the past 20 years. In addition to helping numerous smaller independent hotels grow, Vizergy’s portfolio also includes big brands like Marriott International and Tough Rock Cafe.
From web design to social media management to any some other marketing initiatives needed, Vizergy will it all for their prized customers – and they do it at scale. Actually Vizergy increased their headcount simply by almost 20% in 2018 solely in order to handle their large consumer database.
With this rapid development, Vizergy needed a more efficient method to manage the influx of promotions in a timely manner. That’ s why these people partnered with WordStream.
Recently, we had a chance to speak with a few folks over at Vizergy to understand a bit more about their company growth and how they were able to undertake more customers, hire more workers, and still maintain their high-quality amount of service.
Vizergy’ s Movie director of Search Marketing Trish Leighton described that the main goal for the majority of their clients is to increase direct website reservations by ensuring OTAs (online journey agencies) are bypassed. As you can imagine, compensated search is a big part of this particular! After all, 75% associated with travelers use a search engine to start their visit a place to stay .
So, just how did Vizergy ensure each and every consumer they manage is performing optimally on search engines like Google and Bing? We’ ll dive into that, however let’ s get into why this particular area of marketing is so challenging, specifically for growing digital marketing agencies owning a wide array of hospitality accounts.
The Challenges of Compensated Search Management & Training
Vizergy’ s rapid development meant more new account supervisors and digital marketing analysts arriving to manage the multiple hospitality customers needing a wide array of digital campaigns. To get Joseph Lesho, team lead associated with digital marketing services, this designed more Google Ads training. Paul knows far too well that Search engines Ads is not something that even the best new hire could pick up over night.
“ It’ s hard to manage the ability levels of each analyst, ” mentioned Joseph. “ Working in the Search engines Ads interface is time-consuming. You have to ensure we’re hitting all the correct points for all accounts every time all of us touch them. ”
Improving Account Management & Growing Productivity
Vizergy understood they made the right decision joining up with WordStream when their achievement manager reached out within the first hr of signing their contract. “ Onboarding was seamless, ” mentioned Trish. “ She set up a number of trainings that were thorough and divided out very logically. It is still clear how invested WordStream is within making sure we’ re using the toolset well, which is very nice since frequently this does not happen. ”
The team unanimously agreed that will having a tool like the 20-Minute Function Week to help identify problem areas within each account each week was an actual game changer. “ The 20-Minute Work Week has everything I want, ” said Joseph.
More time for Halloween night parties with the 20-Minute Work 7 days.
Another area of the WordStream Advisor platform that the digital marketing and advertising analysts use frequently is the damaging keyword tools. “ My most important is to ensure we’ re not really spending any budget that is not highly relevant to the client, ” says Brandon Mitchell, digital platform marketing analyst on Vizergy. “ The negative key word tool is an efficient way to check out and make sure I’ m in no way overspending. ”
But the most important thing that WordStream Advisor assisted Vizergy with was increasing worker productivity. The platform allows each group member to manage multiple Google Advertisements accounts in minutes, not hrs.
“ At first I was just given 10 accounts, ” states Katie Rossi, one of the newer electronic marketing analysts at Vizergy. “ Within my second week, I had been able to take on 20 more balances just because of WordStream. At that point, I had developed really little to no ramp-up period, but I felt totally comfortable optimizing client accounts in this short period of time. ”
According to Trish, the improved efficiency is not just anecdotal; she do the math to analyze her team’ s performance and found that will the switch to WordStream Advisor led to a 39% enhancement in productivity . “ It’ s given us a lot more time for you to spend making sure our clients are very well served and that we’ re remaining ahead of the curve when it comes to industry developments, ” says Trish.
Whilst saving time is wonderful and everything, in the digital agency world, customers want and need to see results. So had been results achieved with the switch to WordStream Advisor?
The Vizergy group was actually floored by just how substantially results improved for many of the clients. For instance, one of their the majority of valued accounts, Le Mount Stephen, a boutique hotel in Montreal, saw a 32% increase in click-through rate (CTR) , a 7% reduction in cost per click (CPC) , and a 41% increase in return on investment (ROI) from January in order to June and July through Oct. While a seasonal increase has been expected, this was a far greater bump within performance than Trish and group had anticipated.
WordStream Advisor allows Vizergy to quickly create a comprehensive professional report to end up being shared with clients.
“ We love the reporting. It’ s i9000 not only beautiful, but it also provides excellent information, showing the whole story with out bombarding them with too much information, ” says Joseph. “ I also like the pre-written notes, and the fact that you are able to edit them if needed. ”
A Five Star Relationship
“ One of the things that will sets Vizergy apart from other electronic marketing agencies is the technology all of us put behind everything we perform, ” says Trish. “ It really is our mission now and in the long run to always make sure we have the best people around using the best equipment in the industry. By combining our individuals and the tools we use, we have been setting our clients up for achievement. ”
And how does WordStream help the Vizergy Team have more out of every hour of every week?
“ WordStream gives us workable data that our brilliant digital online marketers can use to get the very best outcome for the clients. It’ s a perfect relationship of technology and the human component. ”
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